The Challenge
Turning strategy into experience
How does a global flagship event become a stage for innovation, brand leadership and emotional experiences?
Together with SAP, MCI Germany took on full operational responsibility for SAP Sapphire 2025 in Madrid – the premier European event for decision-makers, partners and thought leaders across all industries. Our mission: to transform the strategic theme “AI-First, Suite-First” into a holistic event experience – efficient, inspiring and globally resonant.
The Solution
Creating cohesion through creative delivery
MCI managed the key workstreams of the event experience, from planning to execution:
- Branding, spatial design, people flow, and catering, in close collaboration with SAP and partner agencies
- On-site operational management with 21 MCI team members on the ground
- Evening event as a creative highlight: an immersive blend of light, AI-generated visuals, and Spanish art presented as LED installations, paired with curated cuisine from 19 food stations – creating an evening that seamlessly combined high-level networking with culinary excellence
The venue was new, the challenges were many yet the outcome was a seamless production with powerful impact: over 7,500 participants, six exhibition halls and a team that delivered with passion and precision.
The results
Impact across every touchpoint
- Successful delivery of one of SAP’s most important global events.
- Visible integration of the “AI-First” theme in space, content and atmosphere.
- Emotional engagement through a curated evening experience.
- Strong positive feedback from attendees and partners, both onsite and online.
Image rights: SAP
Discover how MCI transforms strategic themes into powerful event experiences. Contact us to explore how we can support your next flagship moment.
